Automated Intelligent Marketing is Smart Marketing — Cue Connect Blog
Automated Intelligent Marketing (AIM) is the use of AI and sophisticated analytics to develop buyer profiles and create marketing campaigns around them. Rather than simply automating tasks, AIM adds cognition that increases marketers’ ability to understand data, identify patterns, and build strategies. In essence, AIM strives to understand each customer as an individual, and subsequently create and execute highly personalized campaigns. It of course does all of this faster, more effectively, and less expensively than humans.
AIM can increase the effectiveness of your messaging, the impact of your content, and the appropriateness of your leads. It can also improve conversion rates, generate customer loyalty, and help personalize customer experience throughout the shopping journey. If AIM sounds like a magic bullet, thank is in fact how many in the industry view it. Many think it will completely revolutionize marketing. Nonetheless, automated intelligent marketing is still in its very early stages, and most marketers are just beginning to understand and adopt it.
Opportunities and Challenges of AIM
Big tech companies have been using and refining automated intelligent marketing for years. They are the firms you would expect: Netflix, Amazon, Facebook, Google, Microsoft, UPS, Salesforce, and others. As eCommerce pioneers, they have long foreseen a future driven by computer-aided marketing. They may not, however, have foreseen how rapidly we’d get to today’s 2.8 quintillion bytes of data created every day. This is an enormous amount of data, and eCommerce leaders are rapidly building the tools (and managers) to handle it.
According to Salesforce’s Benioff:
“Data science will fundamentally change how we run our business because we’re going to have computers aiding us in how we’re interacting with our customers. We need a new generation of tools to be able to organize and view the data. We need a new generation of executives who understand how to manage and lead through data. And we also need a new generation of employees who are able to help us organize and structure our businesses around that data.”
So how can you use AIM to personalize your marketing? Here are a few ways.
Personalizing content based on users’ activity, preferences, locations, and environments has a significant impact on engagement, retention, and shopper satisfaction. It is a crucial differentiator between successful and unsuccessful companies. Automated intelligent marketing enables marketers to personalize content feeds, user interfaces, message content, time and channel to deliver messages on, and so forth.
Automatic Incentive Management
The current process of offering blanket discounts to huge segments of users isn’t terribly efficient. AIM can maximize revenue and minimize cost by analyzing shoppers’ history to determine who should receive discounts, and for what amount. The same can be done with offers like free shipping. This enables you to better align incentives with your overall marketing strategy without overspending or randomly spending.
Intelligent Send Time
Each communication you send to a user has a best time for delivery. This time can depend on too many factors for a human to determine, but not for an AI. An AI evaluation of a shopper’s history can personalize the sending of messages so they arrive at the optimal time. Imagine sending each email at the precise moment a recipient is most likely to engage. This personalization unquestionably drives higher open rates and stronger engagement.
Predictive Product Recommendations
We’re all familiar with this from Amazon and Netflix — algorithms that predict what you might be interested in. Rudimentary for years, this sort of automated intelligent marketing is now becoming more accurately predictive and truly powerful. It is also becoming available to small and mid-size eCommerce merchants. You can monitor shopper behavior and interests across devices and platforms for up-to-date preference information, proposing recommendations in real time.
The Future of Automated Intelligent Marketing
According to IBM, 90% of all data in the world is less than two years old. Turning that data into insight, insight into strategy, and strategy into action is a task humans can’t keep up with. How much time does your marketing staff spend reviewing analytics and generating performance reports? How much on managing social media, curating content, building strategy, and allocating resources?
Now imagine handing this off to machines so your marketers were now free to oversee more high-level tasks. AIM is becoming the most effective and efficient method for enhancing your analytics and personalizing your marketing. If you’re not using AIM, you will miss out on sales and ultimately have trouble competing.
Cue Connect’s experience marketing cloud offers a powerful suite of tools designed to work through each step of the AIM process. To find out how you can leverage artificial intelligence to enhance your outreach, you can always request a demo of Cue’s powerful personalization platform.
Originally published at cueconnect.com/blog/ on April 13, 2017.